Charging admission would hurt American Folk Festival
11/5/09 | 7 comments
guest column

Charging admission would hurt American Folk Festival


Harold Daniel

Festivals are great celebrations of culture that can be powerful tourist attractions as well as opportunities for the local population to celebrate their own culture. Like the Common Ground Fair in Unity, the Blueberry Festival in Machias, the Lobster Festival in Rockland and other fairs and festivals in the state, the American Folk Festival celebrates Maine’s culture. Unlike these other festivals it brings cultures from around the world to Bangor for us to appreciate. And unlike these other festivals, the American Folk Festival is free for everyone to enjoy. It is a great gift to all Mainers and visitors. However, the “free” part of this gift may be in jeopardy. We argue, however, for careful consideration before abandoning the features that contributed to such a great experience.

The University of Maine System Center for Tourism Research and Outreach, or CenTRO, has conducted research at the American Folk Festival for the past two years. We share the community’s concern for maintaining the continuity of the festival expressed by an editorial and news stories in this paper. We were dismayed by 2009’s budget shortfall resulting from Saturday’s monsoon-like downpour. We have been equally concerned about one of the possible remedies being considered for closing the budget gap, imposing an admission fee.

Besides celebrating Maine’s culture, the American Folk Festival is an important part of the Bangor economy. In 2008, nearly $10 million was contributed to the local economy in its three-day run. While most attendees come from Maine, the festival draws visitors to Bangor from across the country. Over the years since the first National Folk Festival, a large loyal core of attendees has been generated. Thirty percent of visitors surveyed claimed to have attended every folk festival, while 78 percent reported having attended more than one. Ninety-five percent of all surveyed planned to return in 2009, a testament to the folk festival’s powerful experience.

CenTRO research has shown that free admission to the festival is one of the major reasons for attending. Rated an average 4.2 on a scale of 1 to 5 (5 representing very important), the lack of an admission fee is considered a very important feature of the event by festival patrons when deciding to attend. Patrons of the festival are as sensitive to the imposition of an admission fee as they would be to changes in the quality of the cultural experience (4.2), cleanliness of the festival grounds (4.4), the waterfront setting (4.5) and the quality of the music (4.5). In all fairness, this measurement alone does not directly reflect the potential reaction of festival patrons to an admission fee. It does signal a need for caution.

It seems that those advocating imposition of an admission fee may have failed to consider the implications of such a fee for the festival. Besides altering the quality of the experience, would instituting an admission fee threaten philanthropic donations? Would visitors continue to donate via the “bucket brigade”? Would corporate sponsors continue their generous support for the event? It seems likely that both would reconsider their generosity if this important feature is compromised.

The implementation of an admission fee is likely to increase festival costs at the current waterfront site, requiring the construction of fences and barricades to restrict entry to the festival grounds and may require organizers to hire security personnel to police the fence. Even that may not be sufficiently restrictive since the Railroad Stage can be seen and heard without entering the festival grounds. Increased costs would increase upward pressure on ticket prices. Moving to a more secure site is also worthy of caution. The site is also one of the most important features of the event.

Is an admission fee the only solution? Suppose the organizers permitted paid advertising on site. Suppose organizers permitted local resorts, restaurants and tourist attractions to promote their products for a fee. Would any of these options compromise the experience as much as charging admission? These alternatives deserve thoughtful consideration.

The entire report for the 2008 festival and a longer version of this column is available on our web site at http://www.umaine.edu/centro.

Harold Daniel is the director of the University of Maine System Center for Tourism Research and Outreach (CenTRO) and an associate professor of marketing at the University of Maine Business School.

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Comments
7 comments on this item
On 11/5/09 at 1:41 AM, SantiniSpagoandSpike wrote:         Repeated separate thumbs down will cause comment to be hidden

Harold, in a concise nutshell, would you do some research; instead of using a set admission charge scheme and thought process to admit people to the AFF?

Believe me, Harold, I'm not upset at your editorial, in fact I think it is a good editorial and opinion, but what is done in some sectors, is this:

Right or wrong, the concept seems to work out. Charge an admission price of $3.50 per day for attendees of the event, and this pricing includes a "MINIMUM CHARGE" for adults over 18 years of age to the age of 62; under 18, and over 62, admitted free. If someone wants to drop a $5.00 bill and tells the clerk to "keep the rest...keep the change", so be it. The money goes into the admission accounting. Continue with the "Bucket Brigade" concept, but don't do this INSIDE the grounds. Do it outside, at Malls, and other shopping places...voluntary donations. The idea is that when you set established pricing, say at $10.00 fees, people tend to have a choice whether or not to attend the event, especially when it is $8.00 or more to get into the gate.

If the pricing is reasonable, people don't mind offsetting their entrance fee with a little extra...and this has been a proven method in many instances. Just a thought, Harold, and could be others have thoughts on this as well, but although people "like" the no-admission concept, anyone would appreciate that...but in real business and financial terms, Harold, this is not going to be workable or doable in the future success of the AFF. You can come up with all the statistics you can, and percentages, but the concept of free admission - or even the location of where the AFF will be held, is in future decisions to be made and is not a static or solitary ("in concrete") decision or plan.

Personally no compromise corporations or "bucket brigade" donations will be considered. If parton's want to donate, so be it. As long as they can effectively advertise free on local television and in national tourist websites and fliers and newspapers out of Bangor, that is. People do not want to donate money and get nothing in return, Harold. Entertainment bands, etc, will be increasing their requesting advances and salaries as the Festival goes on year after year, and something will be breaking the Camel's back...and it is most likely MONEY. And, where, Harold, will it come from?

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On 11/5/09 at 6:48 AM, Ladyslipper wrote:         Repeated separate thumbs down will cause comment to be hidden

There is only one way to determine if an admisson fee will help or hurt the Folk Festival......and that is to try it.....OH, By the way I sure hope the Folk Festival put their $10,000 stimulus check toward their mounting debt. That is the LEAST the Festival could do for us TAXPAYERS who made the grant possible.........It is great to know that the gov't is being such good stewards of our money.......by awarding taxpayer money to failing enterprises.

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On 11/5/09 at 9:39 AM, pjramsay wrote:         Repeated separate thumbs down will cause comment to be hidden

SantiniSpagoandSpike - If I remember correctly, you stated in the past that you have never been to the Folk Festival.

When you put in a change of address to downtown Bangor give us a yell.

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On 11/5/09 at 7:54 PM, SantiniSpagoandSpike wrote:         Repeated separate thumbs down will cause comment to be hidden

I see 'pjramsay' is following me around the website'. Who directed you to do this, Ms. Ramsay? Go back to selling airplane tickets, and worrying about the parking situation in downtown and the airport problem.

No...I never did attend the Folk Festival in Bangor...and really do not plan to. We have available entertainment of all types at all times where I live, and this is not an outstanding event for me to attend.

And, Ms. Ramsay, don't worry about where I live...seems you do not like people from anyplace other than your little corner of the world to comment. Well, let me say that there are a considerable amount of folks on this website who are residing in other locations around Maine, other states - and some other countries for that matter, and initiate comments. What is the matter with you? Seems someone rained on your parade a little and you are taking it out on people making realistic comments...comments you cannot think up yourself?

Furthermore, if I DID relocate to Bangor; number one - I wouldn't! My choice would be on the Down East coastal regions where we plan to purchase a nice home in three years, and use it for one of our retirement residences' when we travel to Maine. YOU stay in Bangor...and when I do return for any reason, I will keep that personal.

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On 11/5/09 at 8:56 PM, chersully2000 wrote:         Repeated separate thumbs down will cause comment to be hidden

The Folk Festival is enjoyed by so many, and many travel a long distance to come to it. It has been successful all these years it has been held. Hopefully, something can be done to keep it going; whatever is decided, I am sure it will be after much thoughtful deliberation and a lot of input from many.

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On 11/5/09 at 10:11 PM, JohnBuck wrote:         Repeated separate thumbs down will cause comment to be hidden

"In 2008, nearly $10 million was contributed to the local economy in its three-day run"

I find that extremely hard to believe. If the figure alone doesn't turn on your skepticism meter (and it should, unless your name is PollyAnna) consider it's 2 fudge factor words---'nearly' and 'local'.

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On 11/6/09 at 9:40 AM, pjramsay wrote:         Repeated separate thumbs down will cause comment to be hidden

SantiniSpagoandSpike - you are like the armchair quarterback that has never played the game. Well, most that comment here live in the game and although at times your diatribes are colorful - when it comes to living in Maine - you haven't a clue.

I hope you do purchase a home in downeast. We could use the extra tax money. But as a part-time resident, you will still not have a vote.

When it rains on my parade I plant flowers. When it rains (in Malibu, CA) on your parade - you make mud.

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